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Spring 2011
Instructor: Harpreet Singh
Office: SOM 3.620
Phone: 972-883-4770
Class Hours: Mondays 7 PM – 9:45 PM
Office Hours: 1.00-2.00 PM on Tuesday and by appointment (anytime)
TA: Jing Jin/
Secretary: Aylin Calisir / 972-883-4399

Course website – WEB CT:

COURSE DESCRIPTION: Web sites can provide a direct link to current and potential
customers. Companies today know the importance of understanding and quantifying the
activity happening on their website and leveraging this information to realize the full
potential of their website. In this course students will be given a comprehensive overview
of key concepts, tools and techniques related to analysis of quantitative internet data to
optimize websites and web marketing initiatives.
The course will provide introduction to following concepts related to web site
optimization and web marketing : SEO (Search Engine Optimization), Tracking and
Analyzing website traffic, PPC (pay per click), Social Networks & Social Media

WAYS OF COMUNICATIONS: For any communication please email me at the

following I will reply to your mails as soon as possible.

REQUIRED TEXTBOOKS: No Required Textbooks. Reading Material will be

posted on Course Web site

GRADING: The final course grade will be based on two written exams, four quizzes,
class participation and homework assignments.

IN-CLASS EXAMS: There will be one in-class, closed-book mid-term exam and one
in-class, closed-book final exam. The exams are non-cumulative and are weighted as
stated below. For each exam, students will be responsible for reading all of the assigned
readings and any additional material discussed and/or posted on the Web CT. Make-up
exams will only be given for University approved absences.

QUIZZES: To enforce more systematic approach to studying, there will be four in class
quizzes. The dates of quizzes are given below in the schedule.

Two written exams 25% each (50% total)

Quizzes 10% each (40 % total)
Homework Assignments/Class 10%

BA 4357 SCHEDULE: These descriptions and timelines are subject to change at the
discretion of the Instructor.

Topic Detail
10th Jan Search Engine Optimization (SEO) - I How search Engines work,
17th Jan Holiday- Martin Luther King Day optimal website design,
24th Jan SEO- II keyword research, on-page
copywriting , link-building
31st Jan SEO - III and introduction to SEO
related tools
All material posted on Web
31st Jan QUIZ 1 CT during week of 10th Jan,
and 24th Jan
7th Feb Web Analytics (WA) -I KPIs, Segmentation, Internal
14th Feb WA- II Search Analytics,
Experimentation & Testing
21th Feb WA- III and Introduction to Google
All material posted on Web
21th Feb QUIZ 2 CT during week of 31st Jan,
7th Feb and 14th Feb
SEO & Web Analytics - All
28th Feb Mid Term Exam the material posted on Web
CT till 22nd Feb
28th Feb Paid Advertisement -I Campaign setup, keyword
7th Mar Paid Advertisement -II building, bidding strategies,
14th Mar Holiday - Spring Break content networks, and
landing page optimization ,
conversion optimization and
21th Mar Paid Advertisement -III
Introduction to Google Ad-
All material posted on Web
28th Mar QUIZ 3 CT during week of 28th Feb ,
7th Mar and 21st Mar
28th Mar Social Network Fundamentals-I Introduction to social
4th April Social Network Fundamentals-II network methods and
11th April Social Media Fundamental-I Software (UCINET &
PAJEK). Introduction to
18th April Social Media Fundamental-II
social media marketing
All material posted on Web
25th April QUIZ 4 CT during week 28th Mar, 4th
Apr, 11th Apr and 18th Apr
25th April Miscellaneous Topics

Course Policies

Make-up Exams Advanced notification or a note from a medical doctor is required.

Extra Credit None
Late Work None
In person attendance is required in each class.
Classroom Quick discussions with your classmates or professor on the subject
Citizenship matter are encouraged. Discussions on other topics are prohibited.

The University of Texas System and The University of Texas at

Dallas have rules and regulations for the orderly and efficient
conduct of their business. It is the responsibility of each student and
each student organization to be knowledgeable about the rules and
regulations which govern student conduct and activities. General
information on student conduct and discipline is contained in the
UTD publication, A to Z Guide, which is provided to all registered
students each academic year.

The University of Texas at Dallas administers student discipline

within the procedures of recognized and established due process.
Student Procedures are defined and described in the Rules and Regulations,
Conduct and Board of Regents, The University of Texas System, Part 1, Chapter
Discipline VI, Section 3, and in Title V, Rules on Student Services and
Activities of the university’s Handbook of Operating Procedures.
Copies of these rules and regulations are available to students in the
Office of the Dean of Students, where staff members are available to
assist students in interpreting the rules and regulations (SU 1.602,

A student at the university neither loses the rights nor escapes the
responsibilities of citizenship. He or she is expected to obey federal,
state, and local laws as well as the Regents’ Rules, university
regulations, and administrative rules. Students are subject to
discipline for violating the standards of conduct whether such
conduct takes place on or off campus, or whether civil or criminal
penalties are also imposed for such conduct.

The faculty expects from its students a high level of responsibility

and academic honesty. Because the value of an academic degree
depends upon the absolute integrity of the work done by the student
for that degree, it is imperative that a student demonstrate a high
standard of individual honor in his or her scholastic work.

Scholastic dishonesty includes, but is not limited to, statements, acts

or omissions related to applications for enrollment or the award of a
degree, and/or the submission as one’s own work or material that is
not one’s own. As a general rule, scholastic dishonesty involves one
of the following acts: cheating, plagiarism, collusion and/or
falsifying academic records. Students suspected of academic
dishonesty are subject to disciplinary proceedings.

Plagiarism, especially from the web, from portions of papers for

other classes, and from any other source is unacceptable and will be
dealt with under the university’s policy on plagiarism (see general
catalog for details). This course will use the resources of, which searches the web for possible plagiarism and is
over 90% effective.

The University of Texas at Dallas recognizes the value and efficiency

of communication between faculty/staff and students through
electronic mail. At the same time, email raises some issues
concerning security and the identity of each individual in an email
exchange. The university encourages all official student email
correspondence be sent only to a student’s U.T. Dallas email address
and that faculty and staff consider email from students official only if
Email Use
it originates from a UTD student account. This allows the university
to maintain a high degree of confidence in the identity of all
individual corresponding and the security of the transmitted
information. UTD furnishes each student with a free email account
that is to be used in all communication with university personnel. The
Department of Information Resources at U.T. Dallas provides a
method for students to have their U.T. Dallas mail forwarded to other

The administration of this institution has set deadlines for withdrawal

of any college-level courses. These dates and times are published in
Withdrawal that semester's course catalog. Administration procedures must be
from Class followed. It is the student's responsibility to handle withdrawal
requirements from any class. In other words, I cannot drop or
withdraw any student. You must do the proper paperwork to ensure
that you will not receive a final grade of "F" in a course if you choose
not to attend the class once you are enrolled.

Procedures for student grievances are found in Title V, Rules on

Student Services and Activities, of the university’s Handbook of
Operating Procedures.

In attempting to resolve any student grievance regarding grades,

evaluations, or other fulfillments of academic responsibility, it is the
obligation of the student first to make a serious effort to resolve the
matter with the instructor, supervisor, administrator, or committee
with whom the grievance originates (hereafter called “the
respondent”). Individual faculty members retain primary
responsibility for assigning grades and evaluations. If the matter
cannot be resolved at that level, the grievance must be submitted in
writing to the respondent with a copy of the respondent’s School
Dean. If the matter is not resolved by the written response provided
by the respondent, the student may submit a written appeal to the
School Dean. If the grievance is not resolved by the School Dean’s
decision, the student may make a written appeal to the Dean of
Graduate or Undergraduate Education, and the deal will appoint and
convene an Academic Appeals Panel. The decision of the Academic
Appeals Panel is final. The results of the academic appeals process
will be distributed to all involved parties.

Copies of these rules and regulations are available to students in the

Office of the Dean of Students, where staff members are available to
assist students in interpreting the rules and regulations.

As per university policy, incomplete grades will be granted only for

work unavoidably missed at the semester’s end and only if 70% of
the course work has been completed. An incomplete grade must be
resolved within eight (8) weeks from the first day of the subsequent
long semester. If the required work to complete the course and to
remove the incomplete grade is not submitted by the specified
deadline, the incomplete grade is changed automatically to a grade of

The goal of Disability Services is to provide students with disabilities

educational opportunities equal to those of their non-disabled peers.
Disability Services is located in room 1.610 in the Student Union.
Disability Office hours are Monday and Thursday, 8:30 a.m. to 6:30 p.m.;
Services Tuesday and Wednesday, 8:30 a.m. to 7:30 p.m.; and Friday, 8:30
a.m. to 5:30 p.m.

The contact information for the Office of Disability Services

The University of Texas at Dallas, SU 22
PO Box 830688
Richardson, Texas 75083-0688
(972) 883-2098 (voice or TTY)

Essentially, the law requires that colleges and universities make those
reasonable adjustments necessary to eliminate discrimination on the
basis of disability. For example, it may be necessary to remove
classroom prohibitions against tape recorders or animals (in the case
of dog guides) for students who are blind. Occasionally an
assignment requirement may be substituted (for example, a research
paper versus an oral presentation for a student who is hearing
impaired). Classes enrolled students with mobility impairments may
have to be rescheduled in accessible facilities. The college or
university may need to provide special services such as registration,
note-taking, or mobility assistance.

It is the student’s responsibility to notify his or her professors of the

need for such an accommodation. Disability Services provides
students with letters to present to faculty members to verify that the
student has a disability and needs accommodations. Individuals
requiring special accommodation should contact the professor after
class or during office hours.

The University of Texas at Dallas will excuse a student from class or

other required activities for the travel to and observance of a religious
holy day for a religion whose places of worship are exempt from
property tax under Section 11.20, Tax Code, Texas Code Annotated.

The student is encouraged to notify the instructor or activity sponsor

as soon as possible regarding the absence, preferably in advance of
the assignment. The student, so excused, will be allowed to take the
exam or complete the assignment within a reasonable time after the
Religious Holy
absence: a period equal to the length of the absence, up to a
maximum of one week. A student who notifies the instructor and
completes any missed exam or assignment may not be penalized for
the absence. A student who fails to complete the exam or assignment
within the prescribed period may receive a failing grade for that
exam or assignment.

If a student or an instructor disagrees about the nature of the absence

[i.e., for the purpose of observing a religious holy day] or if there is
similar disagreement about whether the student has been given a
reasonable time to complete any missed assignments or
examinations, either the student or the instructor may request a ruling
from the chief executive officer of the institution, or his or her
designee. The chief executive officer or designee must take into
account the legislative intent of TEC 51.911(b), and the student and
instructor will abide by the decision of the chief executive officer or
Off-campus, out-of-state, and foreign instruction and activities are
subject to state law and University policies and procedures regarding
travel and risk-related activities. Information regarding these rules
Instruction and
and regulations may be found at
Additional information is available from the office of the school